Political Marketing Services
American Politics: Business as Usual?
Political Marketing and The American system. The American political system represents a unique amalgam between Old World styles and those designed by American political innovators over the last two hundred and fifty years. While the massive amounts of funding, lobbying and publicity which these campaigns require cannot be ignored, one of the fundamental concepts of this political arena revolve around two principles that may be considered as American as apple pie.
This style was popularized during the Lincoln campaign and represents candidates appealing to the average American. They will stress such values as honesty, integrity and work ethic. Naturally, the intended demographic here is the lower and middle class workers who represent a considerable portion of the voting community. Candidates will often be seen visiting local factories and answering questions from the general public, as highlighted in the “Joe the Plumber” scenario which arguably endeared President Obama to his constituents in the 2007 elections.
One may consider this the “ugly stepbrother” of the grassroots style. Also called mudslinging, these tactics revolve around smear campaigns that are designed to deride and defile an opponent. His or her morality may be called into value, financial assets may be examined and any personal mistakes that may weigh negatively on a campaign be exploited. While these dirty tricks are not specific to American politics alone, yellow journalism in the early part of the 20th century made this style an indelible part of the domestic political system. Unfortunately, such tactics rarely draw voters to a candidate and they can frequently serve to distract the population from any issues at hand.
These two facets represent some of the most important mainstays of the American political system. Indeed, as media exposure continues to increase due to the Internet and social media sites, we can expect each to play a continuing prominent role in any election campaign.
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